Marketing research of the services market of hotel and restaurant business establishments

Abstract

The article is devoted to the study of marketing aspects of the functioning and development of the services market of hotel and restaurant enterprises. The modern market of hotel and restaurant business services is a competitive and dynamic environment where companies constantly compete for the attention and loyalty of customers. Attracting and retaining customers is becoming an important task for businesses in this industry. However, success in the hotel and restaurant industry is not limited to providing quality services and creating a comfortable environment. Effective marketing planning and strategies play an important role in achieving competitive advantage. Marketing research is considered as a basis for determining the market opportunities of hotels and restaurants. The concept of the term «marketing research» is defined and the main factors that are the basis for understanding this concept are highlighted. The formation of an effective marketing information system in the hotel and restaurant industry has been studied. Methodological bases of hotel and restaurant services market research are defined. Conclusions and recommendations on improving the marketing strategy of hotel and restaurant business enterprises were formed. The results of the research will help identify the strengths and weaknesses of the market, reveal new opportunities for development, determine the needs and expectations of customers, as well as develop proposals for the promotion of services in the hotel and restaurant business. Therefore, conducting a marketing research of the market of services of hotel and restaurant business establishments is an important step for increasing the competitiveness of enterprises in this field and meeting the needs of customers. Marketing research occupies an important place in the life of any organization and is used by enterprises of all types – from small businesses to large corporations. Marketing research creates a scientifically and practically justified basis for making qualified decisions by managers and top management of the company